Who has your Social Graph?

This post is not really a mainstream topic of interest to Enterprise IT. Nevertheless, it could be of interest to observers of Social Networking tools/platforms.

Internet is abuzz with the launch of Google+. The site already started receiving lots of positive reviews from several critics. One of the key differentiators of Google+ from Facebook is said as the ability to create groups and manage the privacy within the groups. The groups in LinkedIn are pretty much public and anybody can subscribe to it provided the group moderator allows the registration. However, in Google+, as I understand, one can create groups that are specific & visible only to his profile and send messages that are visible only to certain groups. I was wondering, such a simple feature difference is a big deal?. I don't know. We'll have to wait and watch the success of Google+.

Here is another story that records an observation that users' activity in the Web is shrinking and most of the time is spent in Facebook. While the main story itself is not so noteworthy, the comments to the story are!. One of the commentor has rightly said Facebook is an American phenomenon and to succeed in emerging markets like India, Facebook needs to understand the local culture!. He also adds that Facebook must become a platform provider that would enable new players to launch value added social networking enabled services on top of the platform. I couldn't agree more!

This post is on the Indian culture and Social Networking!

Meanwhile, Yesterday I had a chance to attend a family function in my relative circle. During the occasion, I also had the opportunity to talk to several people whom I have not been in touch with, for a long time. I interacted with People of various age groups ranging from reasonably old (60+) to young (30). Certainly, it was a pleasure to talk to known people after a long time!.

One of the interesting aspect that I observed while talking to Seniors are - they are amazingly good in their memory, especially old memories. [Incidentally, this reminds me Nick Carr's comment Google makes us Stupid?]. When I enquired about someone who had joined the occasion, one of the Senior Gentlemen was able to articulate the entire "Social Graph" connecting himself and the other person. He was also able to give a "Social Graph" version connecting me and the visiting person. Remember, the Graph was like a linked list and it can be traversed from both the directions. While the Senior was able to seamlessly able to articulate the graph in few seconds, I was struggling to grasp and recall the social graph and interpret what it means to me!. A point to be noted, the Senior was highly educated and a Doctorate in one of the core sciences.

That's the Indian Culture!.

People in India, especially the previous generation who are in their 60+, educated or uneducated do not use technology for the sake of it. In their view of the world, using technology to capture certain interactions or transactions is less trustworthy!. Yes, if the trust factor is less, they need to record it!. Otherwise, if there is an interaction/transaction between two people from close networks, they would prefer the 'tacit/verbal agreement' way and that is deemed 'trustworthy' as well. That is because, People in close networks trust each other and using those networks, lots of things happen in people's lives - be it career counselling, arranged marriages, business relationships, conducting events. That was the power of the network. And all these happened without the use of technology (may be they used telephones/mobiles to certain extent)

And they accurately remember the 'social graph' of those family networks. My father used to simply surprise me by describing someone's identify in 5-6 levels of indirection in between :-). He didn't use technology!. And am sure People from India can relate to this experience quite well!.

This is just an example!. Similar to this, every country would have its own way of managing relationships and interacting them in their cultural ecosystem!. That needs to be truly understood if someone wants to build a truly social network that is valuable!.

A person's identity is not just a set of metadata!. Just because a person creates a new account in Facebook, doesn't mean that he needs to start from scratch to build his relationships!. He/She has a history behind him/her and that history holds much more powerful network than what he/she would create in his/her new account. The problem with Facebook, Google+ kind of networks assume that they need to be "told" about their relationships!. Maybe, this will appeal to 20+ who are just starting to use those social networks as hangout places to discuss movies/trivia. But, Networks are much much more powerful. They can help you accomplish a lot more in life if you know how to invest/harvest in the right way!.

Now switching to Enterprise IT...

The communication lines and information flow are restricted to lines in the Org. Chart within the company. And sometimes, the messages that flow between those lines are also based on certain org. protocols :-). And those flow lines eventually generate sparsely populated social graphs for individuals. Organizations having those cultures would have a tough task of realizing the social enterprise objectives. The Org. ecosystem should enable/support creating new information flow lines that would be productive to the individual and the overal l company.

Similar to the Indian culture, a person who works in an organization is much more than a collection of metadata. He/She has a history of experience/background/networks which could be lot more valuable to the organization if derived and codified in the right way among the corprate social networks!.

Well, then what is the right way?. Maybe, we'll need a Google ++ :-)

Toyota & Technology Transformation!

If you believe BFSI (Banking, Financial Services and Insurance industry) is the early adopter of emerging technologies, and Manufacturing industry is typically a laggard in those aspects, think again!. I have some very interesting and promising updates that could change this perception.

Toyota has recently signed up partnerships with two Technology companies. One with Microsoft and another with Salesforce. And that's not all - The partnership with Microsoft will leverage Microsoft Azure/Cloud Computing and SalesForce alliance will leverage its Chatter.

Along with Microsoft, Toyota is attempting to build Next Generation Telematics Platform for Cars using Windows Azure. Telematics is fusing of telecommunications and information technologies in vehicles. Telematics services helps to transmit critical vehicle information via GPS/GPRS/Communication technologies to a centralized data center where the information can be aggregated/analyzed and reported for optimization actions. Information that gets transmitted include car's health information, energy/fuel consumption data, on-call/emergency service requests. General Motors was the pioneer in this offering with its OnStar service in North America.

As automotive industry is moving towards alternate energy sources, role of Telematics is going to be critical in providing centralized energy management services.

The promising aspect is both Microsoft and Toyota are investing close to $12million in a new venture - Toyota Media Services - that would provide IT services to Toyota Automative Group of companies.

In the second update, Toyota has signed up with SalesForce to build a private Network called 'Toyota Friend'. This network will be built on SalesForce Chatter platform. Using this service, Toyota's customers will be able to connect with their own cars, the automative service company and Dealers. This private network will be integrated with the Telematics platform that Microsoft is building for Toyota. Interestingly, using Toyota friend, you car will be able to tweet to you on maintenance schedules, fuel updates, tips for driving, etc.

These two initiatives would certainly change the image of Toyota that it's no more a conservative player when it comes ot adopting emerging Technologies in their automative products/services. And from technologies perspective, Cloud Computing/Social Computing are making inroads to some of the conventional industries such a Manufacturing.

Social Media reaching a Trough of Disillusionment?

This morning my colleague shared an interesting link from Forrester that highlights some interesting insights on Social Media trends. Forrester has actually categorized the type of users who participate in social media and tracks the quantitative growth in each category. According to the report, the startling fact is that many groups in US has reached plateau, especially the Creator Group. The Creator Group is at the top of ladder who actively contributes content to the network in terms of blog posts, videos, articles, etc. At the end of the latter is the passive Group who are Inactive/Spectators.

While the number of people who join the network is increasing year-on-year, they don’t really move up in the ladder. And the number of users who are already in the top is not rising. And this observation is only applicable to US, while the Asia-Pacific continues to report growth in most of the groups.

Forrester concludes that the initial wave of social media has actually halted in US and there needs to be conscious effort in place to bring more people past early adapters.
Am glad that Forrester has reported something counter-intuitive / counter to the market hype. The hype is so much that every product vendor talks, eats and breathes social media in every other forum. I have always felt that industry has been giving undue attention to the Social media paradigm.

My perception is that online social media becomes much more powerful its complimented with offline action. In a nutshell, web 2.0 plays a vital role in maximizing choices for the participant. The increased choices influence the open markets. Maybe, the current market place is saturated or commoditized that everybody talks and sells the same thing and no new products/services to be exchanged. Once we get past Cloud and SaaS cycles, we may see new wave of creative activity.

In Enterprise 2.0, the scenario is little different. The network exists, collaboration happens – but it happens at much more tactical sense and the social network influences choices in micro issues. The reason being that macro choices are governed by the organization structure and decision framework. Here again, the online exchange needs to be complimented with offline action within the enterprise.

I don’t think the social media trend is going to saturate anytime soon. At the sametime, if we want to see some dramatic results, there needs to be lot of reinforcement on the past success and creative new content!

Social Media coming of Age!

Except LinkedIn, I am not an avid user of other social media tools such as Facebook, Twitter. But, it looks like I may have to adopt sooner.

Here is the case - Recently I was planning to go for the new movie release - Disney Pixar's UP in Bangalore [Planning to write about Pixar's Technology Excellence soon]. The movie is Disney's one of the first 3D ventures. And I was trying to check if 3D feature is enabled in Bangalore theatres. To my surprise, I found the same query raised by a viewer in Facebook and one of the Bangalore multiplex theatre chains has promptly responded to the query. Wow!, this was something we have never seen before. Of late, Companies are recognizing the importance of Social Media tools. They not only create an identity for themselves in those tools, but they are also becoming active in interacting with their audience and contributing to the overall experience. That is commendable!.

Second case - I am frequent reader of a personal investment magazine Outlook Money. In their recent issue, I found that the magazine has established an identity in facebook & Twitter to facilitate expert investment advises, theme based discussion forums, Twitter based current advises. I am sure any customer who is financially savvy and active in personal investment planning/execution would greatly benefit from these initatives. And it could also potentially add tremendous amount of new readership to the magazine. I am planning to signup soon!

The takeway is that Social Media is becoming a serious Business!.